Stimulus brand loyalty produk kecantikan lokal indonesia melalui pemasaran di media sosial
Info Katalog
File Repositori
Nomor Panggil : 022001900023
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2023
Pembimbing 1 : Willy Arafah
Subyek : Brand loyalty;Marketing management
Kata Kunci : brand loyalty, customer brand engagement, interactivity, informativeness satisfation, trendiness.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2023_TA_SMJ_022001900023_Halaman-Judul.pdf | 11 | |
| 2. | 2023_TA_SMJ_022001900023_Lembar-Pengesahan.pdf | 6 | |
| 3. | 2023_TA_SMJ_022001900023_Bab-1_Pendahuluan.pdf | 14 | |
| 4. | 2023_TA_SMJ_022001900023_Bab-2_Tinjaua-Pustaka.pdf | 27 |
|
| 5. | 2023_TA_SMJ_022001900023_Bab-3_Metode-Penelitian.pdf | 21 |
|
| 6. | 2023_TA_SMJ_022001900023_Bab-4_Analisis-dan-Pembahasan.pdf | 35 |
|
| 7. | 2023_TA_SMJ_022001900023_Bab-5_Kesimpulan.pdf | 7 |
|
| 8. | 2023_TA_SMJ_022001900023_Daftar-Pustaka.pdf | 6 | |
| 9. | 2023_TA_SMJ_022001900023_Lampiran.pdf | 23 |
|
T Tujuan dari penelitian ini adalah untuk menganalisa pengaruh Interactivity,Informativeness, dan Trendiness terhadap Customer Brand Engagement. Interactivity,Informativeness, dan Trendiness terhadap Customer Brand Engagement, yang dimoderasi oleh Age. Customer Brand Engagement terhadap Brand Loyalty. Customer Brand Engagement terhadap Satisfaction. Satisfaction terhadap Brand Loyalty. Customer Brand Engagement terhadap Brand Loyalty yang dimediasi oleh Satisfaction. Data diperoleh dengan menyebarkan kuesioner secara online kepada konsumen produk kecantikan lokal Indonesia, yang menggunakan media sosial Instagram, Facebook atau Twitter dan mengikuti produk kecantikan lokal Indonesia di media sosial yang digunakannya. Jumlah sampel sebanyak 234 responden dan teknik pengambilan sampel yang digunakan adalah purposive sampling. Metode analisis data yang digunakan pada penelitian ini untuk menganalisa pengaruh antar variabel-variabel yang dimiliki adalah metode Structural Equation Model (SEM) dengan bantuan software AMOS 24 Hasil penelitian menunjukkan bahwa terdapat pengaruh positif Trendiness terhadapCustomer Brand Engagement. Terdapat pengaruh positif Interactivity, Informativeness,dan Trendiness terhadap Customer Brand Engagement, yang dimoderasi oleh Age.Terdapat pengaruh positif Customer Brand Engagement terhadap Brand Loyalty danterdapat pengaruh positif Customer Brand Engagement terhadap Satisfaction.Keterbatasan penelitian ini yaitu responden pada penelitian ini bisa dikatakan belumcukup heterogen karena memiliki responden yang dominan pengguna Instagram yaitusebesar 75% dan pengguna produk kecantikan merek Wardah yaitu sebesar 55,56%, objek penelitian ini hanya produk kecantikan lokal Indonesia merek wardah, emina, make over, somethinc dan purbasari, serta variabel yang diteliti dari social media marketing hanya terbatas pada interactivity, informativeness, dan trendiness. Diharapkan untuk penelitian selanjutnya dilakukan dalam lingkup yang lebih luas dengan ukuran sampel yang lebih banyak sehingga hasil penelitian lebih akurat serta memiliki proporsi sampel yang berimbang, objek penelitian lebih banyak produk kecantikan lokal Indonesia lain seperti mustika ratu, inez, sari ayu, mineral botanica, rollover reaction, ESQA, GOBAN, dear me beauty, mizzu, luxcrime dan polka beauty serta penelitian selanjutnya menggunakan variabel-variabel social media marketing lain seperti entertainment, interaction,customization dan e-wom.
T This research aims to analyze the effect of Interactivity, Informativeness, and Trendiness on Customer Brand Engagement. Interactivity, Informativeness, and Trendiness to Customer Brand Engagement, moderated by Age. Customer Brand Engagement on Brand Loyalty. Customer Brand Engagement on Satisfaction. Satisfaction to Brand Loyalty. Customer Brand Engagement on Brand Loyalty mediated by Satisfaction. Data was obtained by distributing questionnaires online to consumers who use local Indonesian beauty products, social media users (Instagram, Facebook, or Twitter) and follow local Indonesian beauty products on the social media they use. The number of samples is 234 respondents, and the sampling technique used is purposive sampling. The data analysis method used in this study is to analyze the influence between the variables by using the Structural Equation Model (SEM) method with the help of AMOS 24 software.The results of the study show that there is a positive influence of Trendiness on Customer Brand Engagement. There is a positive influence of Interactivity, Informativeness, and Trendiness on Customer Brand Engagement, moderates by Age. There is a positive influence of Customer Brand Engagement on Brand Loyalty, and there is a positive influence of Customer Brand Engagement on Satisfaction. The limitation of this research is that the results of the profiles of respondents in this study not heterogeneous enough because the profile results of respondents is Instagram users dominant, namely 75%, and users of Wardah brand beauty products, namely 55.56%, the object of this research is only local Indonesian beauty products brands wardah, emina, make over, somethinc and purbasari, and the variables studied from social media marketing are only limited to interactivity, informativeness, and trendy. It is hoped that further research will be carried out on a broader scope with a larger sample size so that the research results are more accurate and have a balanced sample proportion. The object of research is more local Indonesian beauty products such as mustika Ratu, Inez, Sari Ayu, Mineral Botanica, Rollover reaction, ESQA, GOBAN, dear me beauty, mizzu, luxcrime and polka beauty as well as further research using other social media marketing variables such as entertainment, interaction, customization and e-wom.
Pengaruh brand experience terhadap brand loyalty: peran mediasi brand love dan moderasi brand trust
FEB - Usakti
Meningkatkan brand equity menggunakan brand love,brand loyalty, brand trust, dan brand affection.
FEB - Usakti
Pengaruh customer satisfaction, brand image dan brand love terhadap brand loyalty restoran fast food di jakarta
FEB - Usakti
Pengaruh brand experience terhadap brand loyalty melalui brand trust dan perceived quality pada sport wear
FEB - Usakti
Pengaruh advertising, public relation, direct marketing, sales promotion terhadap brand loyalty.
FEB - Usakti
Pengaruh brand communication terhadap brand loyalty melalui brand personality kosmetik lokal di Indonesia
FEB - Usakti
Pengaruh brand awareness, brand loyalty dan brand attitude terhadap purchase intention pada aplikasi marketplace.
FEB - Usakti
Anticident and outcomes dari brand personality pada para pengguna vidoe game playstation
FEB - Usakti
Pengaruh brand love terhadap word of mouth, purchase intention dan brand loyalty merek mobil
FEB - Usakti
Pengaruh brand service quality, satisfaction, trust dan preference terhadap brand loyalty
FEB - Usakti
Pengaruh spokes-character terhadap brand awareness dan perceived quality dalam menciptakan brand loyalty
FEB - Usakti
Pengaruh kemasan, harga, dan kesadaran merek terhadap loyalitas merek pada produk "Mini Oreo"
FEB - Usakti
Pengaruh evaluasi merek,kepercayaan terhadap merek,kepuasan merek dan hubungan merek terhadap lotalitas
FEB - Usakti
Pengaruh brand evaluation, trust, satisfaction, brand relationship terhadap brand loyalty pada lipstik revlon
FEB - Usakti
Pengaruh brand communication dan brand image terhadap brand loyalty melalui brand trust
FEB - Usakti
Pengaruh brand communication, brand Image terhadap brand loyalty melalui brand trust produk minuman berkarbonasi
FEB - Usakti
Analisis pengaruh brand identification, brand image dan brand trust terhadap brand loyalty
FEB - Usakti
Pengaruh asosiasi merek,l oyalitas merek, kesadaran merek, citra merek terhadap ekuitas merek
FEB - Usakti
Analisa pengaruh social media marketing, brand consciousness dan value consciousness terhadap brand loyalty
FEB - Usakti
Kontribusi kepribadian merek terhadap kesadaran merek, kepercayaan merek dan kesetiaan merek
FEB - Usakti
Pengaruh brand association, brand loyalty, brand awareness, dan brand image terhadap brand equity
FEB - Usakti
Pengaruh brand innovativeness terhadap brand loyalty yang dimediasi oleh perceived quality
FEB - Usakti
Pengaruh customer brand engagement terhadap brand loyalty melalui customer participation dan brand satisfaction
FEB - Usakti
Pengaruh social media marketing terhadap brand loyalty, brand consciousness dan value consciousness
FEB - Usakti
Pengaruh brand personality terhadap brand awareness, brand trust dan brand loyalty pada smartphone merek Apple
FEB - Usakti
Pengaruh brand awareness, brand association, brand loyalty dan perceived quality terhadap brand equity
FEB - Usakti
Konsekuensi word of mouth terhadap brand image, brand loyalty, brand preference dan brand leadership
FEB - Usakti
Analisis brand experience sebagai faktor yang memediasi hubungan antara self-brand connection dan brand loyalty
FEB - Usakti
Pengaruh brand experience terhadap brand loyalty melalui brand love pada transportasi online
FEB - Usakti
Info Koleksi Skripsi
Universitas
Fakultas
- FH (1597)
- FEB (7356)
- FK (2156)
- FKG (3524)
- FTSP (1168)
- FTI (3200)
- FTKE (2524)
- FALTL (2097)
- FSRD (756)